Recent Submissions

“Look, we are many”
- A case study about public opinion formatting as a motive for crowdfunding campaigns.
Crowdfunding is a method of financing to fund various projects through small financial contributions from a large number of different people. This phenomenon has grown large in recent years, largely because of the possibilities opened up by the media technology platforms and social media.
This study intends to examine whether there are projects that use crowdfunding without having a financial motive and urge. The results are based on two different media projects with political intentions and the data is developed through two qualitative semi-structured interviews.
Study results show that there is projects run by forces other than financial. The two projects in this study set an example for political projects that have an public opinion forming motive. Both projects are working to bring the their subject of interest forward and act as debate tool for people who sympathize with their point of view. They are both convinced that communication between parts is very essential for survival.
In the end a model had been created that shows the structure and different motives that the different parts of the crowdfunding campaign can have. Through transparency and continuous communication between founders and backers, that enable through digital sites, crowdfunding campaigns can change structures in society.
Keywords
Crowdfunding, motive, public opinion forming, media production, The Wolves, Bikes vs Cars

Social media is developed and becomes an increasingly important marketing channel where
communication is in the focus. This case study focuses on two companies that in 2015 were
voted to "Sweden's best company social media" by the agency PR with an Edge. The study
examines whether companies communicate with consumers through comments and posts in the social channels Instagram and Facebook and aimed at finding similarities in the two companies' interaction that can be seen as strategic guidelines for the use of social media. The case study is based on a deductive approach and implemented by cyber-ethnography which company’s interaction on Facebook and Instagram has been observed.
The study results show that there are clear similarities in the two companies' use of social media and theoretical points. The study's findings show that it is important that companies present in social media, and that businesses should work with public profiles that make it possible for the receiver to search up and take note of the information that companies share. Companies should be active in replying to comments and open up a dialogue by engaging in the interest of the recipient.

This study examines merger as an expansion method for small to medium-sized communication agencies, in order to survive as a business. The client perspective is also taken into consideration and their perception of such a merger is studied. The purpose is to examine whether a merger is a suitable method for expansion in the communication business, and how it affects the customer portfolio, and how the client’s perception of the collaboration develops as a result. It is a case study focusing on a recently completed merger (Jan- 15) between the agencies First Flight and Wonderleap & Eight, resulting in the new agency FEW Agency. The study uses a mixed-method incorporating qualitative and quantitative elements in the client-agency context, although the main perspective of the study is qualitative. First, interviews were made with the merging agency, and secondly, a survey was used to adopt the client perspective of the merger. Merger is confirmed to be a successful method for expansion in order to provide a better balance in the customer portfolio and to gain more and bigger clients. Merger also shows to be a constructive and proactive method for client retention. An alternative CPM-model is also presented, which can be used to categorize the clients and furthermore as a foundation for making informed and strategic decisions regarding the customer portfolio. The clients perceive the merged business better in aspects of creativity, quality and the width of services than before the merger. But the relationship quality seems to have taken some damage.

Newspapers have undergone a major transformation in recent years with changing working conditions for those in the profession of journalism. Swedish journalists must have multi-skills, which means that one person has to work on several areas that which were previously divided among a bigger amount of people. A problem, which is a conclusion from these changing work conditions, is that the number of employees of newspapers is decreasing, while the pressure on journalism programs increases. This means more pressure on the job-seeking individual, so called journalist.
This study aims to examine journalist’s feelings on how their job role has changed- from a media technological perspective. It also aims to demonstrate the digital skills journalists need today to cope with the increasing demand from the world and have a chance in the competitive media industry. It intends both to take part in education managers and journalists' personal experiences, but also identify requirements for digital skills among journalists throughout Sweden. The empirical data is collected through qualitative interviews with three journalists’ education managers and with three journalists. Data has also been gathered through a survey send to 200 persons with 38 respondents in the categories of reporters, journalists and editors. The interviews has been done face-to-face and through phone calls.
This study’s result shows that journalists are experiencing a big change over time in terms of the requirements to be able to master the media and the ongoing greater need for multi-journalists. The results also show that journalists feel that certain digital skills are more valuable than others in their daily work. For example: Critically evaluating, searching and selection of information. The results have also shown that in addition to the already existing model that the European Commission presents on digital competence, journalists also need competence in managing different social media platforms in different types of perspectives.

This study examines the combination of content marketing in a podcast. The purpose was to find out how a podcast can be used as a method to create a valuable content that makes the listeners wanting to act, trough content marketing. The study was made only with qualitative methods where the main part of the result was based by two focus groups. The researcher also complemented the focus group with a qualitative expert interview. The respondents were divided into two groups, one group for the experienced listener and one group for those with little or no experience of listening to podcasts. Both groups got to listen to short clips from five different podcast’s that later were discussed. The results showed that the operations need to prioritize the requirements of their target group. The respondents who were experienced listeners preferred a personalized content where the hostesses showed their expertise in the subject for an increased reliability. Both groups turned down podcasts without structure and a clear message, this was mostly important for the inexperienced listeners. The podcasts that were popular included famous guests or questions from the listeners being answered by the hosts. A podcast can work as a tool for content marketing, because the listeners are more likely to trust an operation when they know the personalities that stand behind it. To achieve the best result possible, the content should be created around the needs and interests of the target group.